The practice of law has changed dramatically over the past few decades. The legal landscape has become increasingly competitive and clients are more selective about who they hire as their attorneys. The days of a single attorney taking on every type of case under the sun are long gone, especially in smaller towns where word travels fast—and not always in your favor if things go wrong. With that in mind, here are three strategic ways to level up your law firm marketing.
Written communication skills
The written word is a powerful tool. It can convey ideas, images, and stories in a way that’s both memorable and effective. You should take pride in your ability to communicate effectively through writing—it’s one of the most important skills you can have as an attorney, especially if you plan on litigating cases yourself or representing clients who are not native English speakers.
Good writing requires more than just having the right vocabulary at hand; it also requires clear and concise communication, proper grammar and spelling, correct punctuation, correct capitalization, and formatting.
Media training
The media is an important part of your marketing strategy, and you will likely be interviewed by the media at some point. This can be scary, but it doesn’t have to be. If a journalist calls you for an interview, don’t panic.
First and foremost, remember that journalists are just people like anyone. They want stories that are interesting and fun to read or watch. So don’t try to act like an expert or pretend you know everything there is to know about a topic when talking with a reporter.
Second—and this is something many lawyers struggle with—think before you speak. Don’t answer questions offhandedly; instead, pause briefly before answering so you can think carefully about what words best describe your thoughts on the topic at hand.
Presentation skills
Presentation skills are an essential component of a lawyer’s professional life. Whether you’re making an argument in court, outlining a case to a client, or appearing on a podcast or TV interview, presenting with confidence and clarity is crucial. Here are some tips on how to do so:
Know your material inside and out: The more time you spend preparing, the less time you’ll spend fumbling through your presentation. Practice makes perfect. If there’s something that you don’t understand or feel like you need more information on, ask for help right away—you never know who may be able to give it to you.
Relax: It’s hard work being nervous. But remember that everyone else is probably feeling similarly anxious too (if not more so). Don’t let their anxiety get under yours—it’ll only make things worse. If nerves start getting the best of you during your presentation, take deep breaths until they pass; then go right back at it with confidence and poise like nothing ever happened at all.
Conclusion
Attorneys and law firms are often overwhelmed with all of the marketing they need to do. From Facebook and LinkedIn profiles to website design, there are many different ways you can market yourself as a lawyer or law firm. Know how important it is for attorneys to speak with one voice to make sure that every client gets individualized attention and a customized plan. When you can do this you can start creating an effective marketing strategy that will increase revenue while growing your business.
